How will you be targeting holiday shoppers this year? There is an approach you may not know about called remarketing. Ever heard of remarketing? Remarketing allows you to get back in front of would-be customers who did not initially buy from you. How does this happen? When visitors come to your site, a cookie (piece of code) is dropped onto their browsers. Soon after, your banner ad will display to them as they browse the Internet. Since you already know these users visited your site, your ad can be customized with a specific message (think discounts, special offers, etc.). There is a reason why they didn’t make a purchase originally, right? Your goal is to get them to come back to your site and become a customer.
I know what you’re thinking. With remarketing, “I’m stalking people.” Sure, you could call it that, but it doesn’t really have to be that way. Focus on your probable customers in your ad instead of the “stalking.” For instance, don’t say: “We noticed you are interested in (your product’s name here). Come back to visit us now!” With that type of messaging, people are bound to not come back.
You may also be thinking, “I don’t want to just target everyone, especially if someone already made a purchase from my site.” Guess what? Through remarketing, you can tailor your ads to a definite audience, and exclude those that already bought from you.
Hopefully you better understand what remarketing is all about now. Let’s go over why remarketing is a great online marketing approach this holiday season:
1) Categorize Accordingly – Remarketing allows you to create tailored campaigns. For example, if your company has three different product/service areas, then you could have three separate remarketing campaigns that highlight each product/service area. Every campaign could also land to a different webpage (in this case, land them to the particular product/service page). It doesn’t get more tailored than that, huh?
2) Combine With Email Marketing – Many companies have an in-house email list of both current customers and possible customers. If you are trying to promote a special holiday offer, then you can combine remarketing with email marketing. Why combine both tactics? With both methods, you’re hitting potential buyers in two different ways. First, they will receive an email about your holiday offer and they will see banner ads showing the offer again.
3) Reach The Checkout Leavers – How often do people come to your website, search your products/services, “add to the cart,” and then leave your site? It happens more often than you’d like to think, right? Again, using remarketing, you can target these consumers as well. Remember to target these users by those that did NOT complete their transaction instead of all users who started the checkout process.
So what are your company’s holiday wishes this year? How about more customers? Consider remarketing for your online marketing strategy.
Is the remarketing concept new to your company? Is this tactic on your company’s holiday to do list?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.